经济学视野中的面向东南亚汉语推广的策略研究
发布时间：2018-08-17 13:26
【摘要】：随着近年来中国与东南亚地区经贸往来的日益频繁,汉语在该地区广泛兴起,汉语推广策略的研究也受到越来越多的关注。但是长期以来,由于缺乏必要的理论支持和指导,使得制定出来的推广策略不甚科学严谨。在此,笔者以语言经济学和国际市场营销学这两门较为成熟的理论为指导,把汉语作为一种有中国特色的“文化产品”,将目标市场锁定在东南亚地区,跨学科地进行推广策略的研究。在研究过程中,对云南大学东南亚留学生学习汉语的目的动机进行抽样调查,为汉语推广策略的研究寻找实践支持。 通过实践调查以及理论研究,并且把这两部进行有效整合,引入面向东南亚汉语推广策略的制定中,旨在使得制定出来的策略有理有据、科学合理。把国际市场营销学理论作为制定汉语推广策略的指导具有巨大的研究价值,这也正是本文的创新点所在。把语言的推广和经济学的相关理论有机结合,找寻学科间的交叉点,创造性地提出面向东南亚地区的汉语推广策略,是本篇论文研究的重点。 笔者希望通过本篇论文的研究给相关部门在制定汉语推广策略时提供一些借鉴,为后续的跨学科研究提供一种参考和可能。
[Abstract]:With the increasing economic and trade exchanges between China and Southeast Asia in recent years, Chinese has been widely rising in this region, and the research of Chinese promotion strategy has been paid more and more attention. However, for a long time, due to the lack of necessary theoretical support and guidance, the developed promotion strategy is not very scientific and rigorous. Under the guidance of the more mature theories of language economics and international marketing, the author regards Chinese as a "cultural product" with Chinese characteristics, and focuses on the target market in Southeast Asia. Carry on the research of the promotion strategy in an interdisciplinary way. In the course of the study, a sample survey was conducted on the motivation of Southeast Asian students studying Chinese in Yunnan University, in order to find practical support for the study of Chinese promotion strategies. Through practical investigation and theoretical research, and the effective integration of the two parts, the introduction of Southeast Asia to the formulation of Chinese promotion strategy, in order to make the strategy is reasonable, scientific and reasonable. It is of great value to study the theory of international marketing as the guidance of Chinese promotion strategy, which is the innovation of this paper. The emphasis of this thesis is to combine the extension of language with the relevant theories of economics to find the intersection of disciplines and to creatively put forward the strategy of Chinese promotion for Southeast Asia. The author hopes to provide some reference to the relevant departments in formulating Chinese promotion strategies through the research of this paper, and to provide a reference and possibility for the follow-up interdisciplinary research.
【学位授予单位】：云南大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：H195
本文编号：2187773
[Abstract]:With the increasing economic and trade exchanges between China and Southeast Asia in recent years, Chinese has been widely rising in this region, and the research of Chinese promotion strategy has been paid more and more attention. However, for a long time, due to the lack of necessary theoretical support and guidance, the developed promotion strategy is not very scientific and rigorous. Under the guidance of the more mature theories of language economics and international marketing, the author regards Chinese as a "cultural product" with Chinese characteristics, and focuses on the target market in Southeast Asia. Carry on the research of the promotion strategy in an interdisciplinary way. In the course of the study, a sample survey was conducted on the motivation of Southeast Asian students studying Chinese in Yunnan University, in order to find practical support for the study of Chinese promotion strategies. Through practical investigation and theoretical research, and the effective integration of the two parts, the introduction of Southeast Asia to the formulation of Chinese promotion strategy, in order to make the strategy is reasonable, scientific and reasonable. It is of great value to study the theory of international marketing as the guidance of Chinese promotion strategy, which is the innovation of this paper. The emphasis of this thesis is to combine the extension of language with the relevant theories of economics to find the intersection of disciplines and to creatively put forward the strategy of Chinese promotion for Southeast Asia. The author hopes to provide some reference to the relevant departments in formulating Chinese promotion strategies through the research of this paper, and to provide a reference and possibility for the follow-up interdisciplinary research.
【学位授予单位】：云南大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：H195
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